Why Social TV Engagement has Yet to Gain Traction

Large developing markets such as Brazil, India and China are more likely to fully exploit the capabilities of emerging connected TV platforms and services than their counterparts in developed Western markets — such as the U.S., UK and Germany, according to research institute GfK.

Their study also found that Social TV has yet to fully take off, with just 28 percent of respondents saying that they find programs which they can interact with more interesting to watch.

Richard Preedy, Research Director at GfK, said: “Our findings suggest that broadcasters need to integrate their social elements far more engagingly into the fabric of the program, to encourage viewers to interact.”